The Impact of Permission-based Mobile Advertising on Consumer Brand Knowledge

The mobile phone has recently emerged as a popular channel for brand communications. However, there are some concerns about its limitations when compared to other media, such as privacy concerns and rich media paucity.

The Impact of Permission-based Mobile Advertising on Consumer Brand Knowledge

Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang

Abstract:

The mobile phone has recently emerged as a popular channel for brand communications. However, there are some concerns about its limitations when compared to other media, such as privacy concerns and rich media paucity. These restrictions are thought to have a negative impact on consumer attitudes toward the brand, thereby reducing the effectiveness of the channel. This study therefore aims to examine the actual effectiveness of mobile advertising in branding through an experimental study. The study used...

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